More commercial authority through a better-organized experience.
The brand's communication needed to match the level of service and quality it offered in the food service market. I restructured the information architecture around the B2B buyer's questions: product categories by use case, not just by material; trust signals like certifications and client types; and clear contact paths at every decision point.
The solution prioritized offer clarity, B2B-sensitive navigation, and a structure ready for organic growth. Content was written to match the vocabulary and concerns of professional buyers — not generic marketing language. Every page answers a procurement question.